- Fabric is one of a group of startups bringing “headless commerce” into the mainstream.
- The startup has raised more than $150 million in venture capital.
- CEO Faisal Masud is a longtime e-commerce executive, having spent time at Amazon and Staples.
- See more stories on Insider’s business page.
A growing number of startups are betting that the future of e-commerce will be “headless” – where retailers’ consumer-facing storefronts will be divorced from their back-end code.
Separating the two layers makes it easier for businesses to customize their distribution channels more quickly, including for their mobile app, desktop site, or even virtual assistants like Amazon’s Alexa. The front- and back-end layers of code then communicate with each other using application programming interfaces.
Headless-commerce startups like Fabric say it’s now becoming crucial that brands think about making their tech customizable as their shoppers interact with them in increasingly varied ways. But optimizing tech for a variety of channels is also time- and labor-intensive for online businesses.
“Instead of them doing product development and sourcing, focusing on supply chain, manufacturing, inventory management, all of that, a lot of their effort is spent on managing their store,” Fabric CEO Faisal Masud told Insider.
Fabric’s headless software includes a set of apps – handling functions like inventory…